Why Write the Content at all?
Deciding on a Content Strategy
The most common thing I hear during the start of every project is, "I inherited the website. I didn't write most of the content." So my next question is, "then who wrote it, and for whom?" Almost every time we evaluate the content once we've defined our target audience, the content isn't correctly written for that audience, or at least not written in the correct context. There has to be a deep dive into deciding who is coming to the site. Is it already the right audience? Are there enough visitors to accomplish our goals? Do we have to drive more traffic or convert more of the existing traffic? Is this an SEO or CRO problem? The strategy for each answer differs greatly. There's no need to prep your home for a huge Thanksgiving party if no one is coming. Conversely, there's no need to invite 50 people if all you've got is a 6-pack and a pizza.
So is it an SEO effort to drive more traffic? Meaning, are we writing for Google so that our content shows up in a ton of search results? If the answer is yes, then this is an exercise in keyword planning, and executing on a ton of highly targeted keyword content, followed by a ton of supporting content.
Or is it a CRO effort to convert more existing traffic? Meaning are we writing so that visitors see that we're experts and want to do business with us? If the answer is yes, then we need to follow some pretty crystal clear guidelines for conversion optimization. Most of the time, clients say it's both, but they don't know what they need to do to optimize for either.